After credit cards and bank accounts comparison services in the UK, Google has rolled out car insurance comparison shopping services as well. To see the service, simply key in “car insurance comparison” in Google and you will see their service offer pop up right after the PPC ads.
Google has declared this service as Sponsored and clicking on the tiny information icon you see their disclaimer which confirms that Google is being paid for the service. The comparison service will present before shoppers quotes from more than 120 car insurance companies in the UK and the tool is backed by UK’s leading price comparison site BeatThatQuote, which Google acquired in March 2011. The website’s ex MD John Paleomylites has been registered as the official contact in the Financial Services Authority firm register.
Users can compare quotes from over 120 different car insurance providers, who must adhere to Google’s Code of Conduct to participate. Insurance companies can fill out an online application form if they would like to be included in the program.
As of now, the insurance comparison tool is active in the UK only and insurance providers have to follow a Code of Conduct specified by Google to be a part of the program after filling an online application.
It is interesting to note here that Google has risen quite rapidly for the car insurance comparison in search results and is in direct competition with the top three advertisers: GoCompare.com, Confused.com, and MoneySupermarket.com.